Fox adds Easepal as Simpsons partner

Firm to produce line of car accessories including seat covers and sunshades.
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20th Century Fox L&M has secured an international deal with new partner Easepal Enterprises for a range of The Simpsons car accessories.

The agreement - which covers a wide range of products from seat covers and sunshades, to car cooler bags and air fresheners - will see merchandise launch from summer 2010.

Easepal has developed four distinct lines based on the characters. The 'Homer Donut King' and 'Bart Football' items will be first to launch, targeting the male fan base and available in the new-look Simpsons packaging.

For female fans of the show, Easepal is planning a car accessories range using the Ladies of Springfield sub brand. The products feature Marge with her 'Turn that Frown Upside Down' line, alongside Edna Krabappel's 'Divorced, Eligible and Bitter' line.

"As a leading manufacturer and distributor of car accessories, we wanted to partner with a brand that has strong international profile and appeal," commented Simon Lee, licensing manager at Easepal. "The Simpsons delivers on both and represents a fantastic opportunity for us."

Carl Lumbard, SVP and MD at Fox L&M Europe, added: "As a vertically integrated company, Easepal are uniquely placed to deliver such a varied selection of products, and most importantly have true international reach at retail, with strong distribution into specialist and mass market channels around the world."


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